Christian Holst on Hands-on Checkout Optimization (April 3rd 2017, San Francisco)

Christian Holst on Hands-on Checkout Optimization (April 3rd 2017, San Francisco)

In this full day checkout optimization workshop Christian Holst, research director at the Baymard Institute, will share their newest checkout usability test findings, uncovered during the past 7 years of large-scale testing of e-commerce sites and from working with clients like Etsy, Office Depot, Sears, Kohl’s, Nike, John Lewis, Carnival, T-mobile,, The North Face, etc.


In the 4 workshop modules we will be working through all core aspects of the checkout flow; from shopping cart to order “Thank You” page.

Checkout optimization is not about “3-5 big fixes”, but much more about 20-30 changes to get the overall UX and flow just right.

Note that at this workshop we will not work with “fun checkout ideas & inspiration found at various places on the internet” but only with verified checkout and form patterns that have consistently shown to perform well during years of checkout usability testing of the world's leading e-commerce sites.



  • Understanding users’ checkout behavior,
  • Checkout conversion improvements,
  • Reasons for checkout abandonments (updated 2016 data),
  • “What Big Sites Do ≠ Best Practice”


Module 1: Overall Checkout Flow and Account Selection

  • Making Both One-page checkouts Accordions and Multi-step checkout work,
  • Dealing with account creation,


Module 2: Cart, User Address fields, Shipping Methods

  • The many techniques for simplifying address forms by up to 50%,
  • What data are users most reluctant to hand out?
  • Usability pitfalls for form fields like Customer Name, Phone, Company Name, Address Type, Verify Email,
  • Optimal designs for Presenting shipping options incl. store pickup and free shipping tiers.


Module 3: Payment fields and 3rd party options

  • User security
  • Advanced field logic for credit cards
  • Dealing with the increasing number of 3rd party checkouts (Google Wallet, PayPal, VISA Checkout, Apple Pay, AliPay, etc.)


Module 4: Order review, Field Validation, & order confirmation.

  • Order Review steps that cause massive checkout abandonments
  • What users look for at the order review
  • Best performing logic & messaging for validation errors


The checkout research findings presented are mixed with a “hands on” approach. At the end of each of the 4 modules you will work on applying the principles to your own checkout process (or a client's).

At the end of the day you will have an list of checkout optimizations and ideally wireframes for a new optimized checkout flow. (If you don’t have your own or a client checkout to work on we’ll provide a live site from a leading international company to use).

Who Is It For?

This workshop is intended for designers, developers and everybody else who is dealing with responsive UX design regularly or wants to better understand responsive design in general.

Workshop Schedule

  • 8:30 Doors open, Registration
  • 9:00 Introduction & Kick-off
  • 11:00 Coffee Break
  • 12:30 Lunch
  • 13:30 Afternoon Session
  • 15:00 Coffee Break
  • 17:00 The End, Networking

Workshop Includes

  • Snacks and drinks during the whole day
  • Tea and coffee
  • Lunch
  • Paper and pen/pencil

What Hardware/Software Do You Need?

A checkout flow you’d like to redesign (your own, a company you work for, a client's) – this means taking full-page screenshots of each of the checkout steps. Ideally you print each checkout step on paper (A4-A3) for quick “pen and paper wireframing”. Alternatively bring a laptop with your preferred wireframing software. Otherwise, we’ll provide printouts from a live checkout from a leading international company you can use.


This full-day workshop will be hosted at the SF State University — Downtown Campus
Westfield San Francisco Centre

835 Market Street, 6th Floor
San Francisco, California
(Google Maps)

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